What’s Diesel doing on an adult entertainment site?

An exclusive interview with Vogue.in

Nicola Formichetti’s reign at Diesel has seen some very unconventional moves. His latest social experiment is the launch of the brand’s spring/summer 2016 campaign on adult entertainment website, Pornhub. Formichetti, creative director, Diesel, talks to Vogue.in about all things with shock value and the power of youth.

Diesel has always encouraged revelry and bold youth, however, Pornhub was unexpected. Where did the idea come from?The idea came from a very simple analysis. When we were preparing our digital media strategy, we realised that we needed to be where the traffic is, and we all knew that besides funny cat videos, the world’s web traffic goes to porn. So, it’s not a celebration of porn but being where the traffic is and breaking the taboo around this. With Diesel, I want to always be on the pulse of what’s happening at the moment, what’s relevant.

The Diesel campaigns are often a commentary on the way young people see themselves and each other in an unapologetic way. What is the message you are trying to send out?It’s a message based on transparency and realness. We want to tell things as they are, having Diesel as a social commentary on what’s going in the world around us. And we also managed to keep a sense of humour in all this, true to the roots of Diesel.

You’re a big music person; who do you think is influencing the masses today?There are so many pop stars that are an influence all around the world at the moment, I think it’s a great moment for pop music. But I would love to know more about what’s happening in India actually, because it has a huge audience and still keeps its original roots.

What is the currency of today (not money)?Today’s currency is communication, the message is the currency!

What is the way forward for Diesel?I want Diesel to be always progressing and moving forward with our product, our communication, our stores and staff . I want Diesel to keep being in constant sync with the consumer! And I want to make Diesel the coolest of the biggest brand on this planet!

Check out one of their campaign videos above, and stills in the slideshow below: